Launched two decades ago, Glenmark’s Telma brand containing Telmisartan has become a household name for treating hypertension, heart failure, prevention of heart attack and stroke.
According to a Business Standard report, Telma remains the strongest brand under the umbrella despite the introduction of multiple line extensions. The strong brand identity of Telma has helped the Indian pharmaceutical major in the successful launch of multiple brands with the enhancement of Telmisartan with newer molecules for better management of hypertension.
An analysis by market research firm Pharmarack showed how such flagship brands have posted strong growth CAGR in the last five years,with some even doubling sales, Business Standard reported. Telma Mother brand has 16 brands with a combined turnover of Rs 1036 crore.
Recently, a 2015 study by Harvard Business Publishing Education revealed that Telma was introduced by Glenmark in 2003 at a time when the most preferred and market-leading molecule for treating hypertension was Ramipril.
An analysis of the report by Medincinman highlighted that Glenmark’s ability to quietly build Telma into an INR 1000 crore brand and get featured in the Harvard Business Review in 2015 (HBR) is likely a result of a strategic and well-executed plan.
What Glenmark did right with Telma?
Although specific details can’t be made public by the company, Medicinman report maintains that focus on a niche market, long-term vision and patient strategy, effective R&D and product development, building strong distribution market and strategic partnerships, keeping marketing low-key and following a data-driven approach are some of the contributing factors for the success of Telma.
